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Guest post by: Leanne Hoagland-Smith Become an Author

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Time is a precious commodity especially to those in sales. There never is enough time to return phone calls, answer emails and complete all those proposals. Yet, this week I realized how many sales opportunities are lost when sales professionals fail to invest just a little more time.

Recently, I received a call from someone who was selling an Internet platform software system. He had called me three months earlier. At that time, I requested that he reconnect with me which he did. During this second sales contact, he was engaged in a Sales Based Marketing approach that almost cost him the sale instead of an Education Based Marketing. Sales Coaching Tip: Sales based marketing is all about making the sale. Education based marketing is about sharing through demonstration the value of your expertise.

Since I was engaged in very focused sales skill of active listening because I am technology challenged, I realized that what he was selling was something that I could potentially use for myself. Once I found agreement and clarified what he was selling, I was able to validate his service by scheduling a demonstration of his product. If his product meets my need, I will save at least $20 to $70 per month. Sales Coaching Tip: Your qualified potential customers (prospects) should never have to clarify your questions because this suggests that your message was not understood. What you need to do is to confirm their clarity.

During our conversation, I mentioned that he might have more success by leaving the traditional sales based marketing approach. He then shared with me he was having some troubles with phone calls and securing commitments. I told him that his verbiage was far more about the how of his product and not the what that being the results. I suggested purchasing the book by Jill Konrath of "Selling to Big Companies" because of her detailed chapter on value propositions.

Then I mentioned to him that I was surprised no one in his target audience of coaches, trainers and facilitators had made these observations. His response to my statement hit me like a brick on my flat, high Swedish forehead – "Well, no one has time."

In looking at my watch, I realized that our conversation after scheduling the demonstration consisted of less than 10 minutes. For someone who partners with people to move them out of their comfort zones to help them achieve their competitive advantage, I was being true to my vision, values and current mission. My thoughts turned to how many people has he talked to who have missed this opportunity to help him. This was a salesman who talked to a lot of other executive coaches, sales coaches and business coaches many of whom believe in helping others.

When sales people are engaged in relationship selling using an education based marketing approach, they must think of time as being an investment first. Then they must be willing to give away value rich information as they move forward to increase sales. Sales Coaching Tip: This give-a-way actually may cost some real dollars.

Yes, we are all very busy. However, if you believe you waste 12 minutes a day, then you can begin to reinvest your time. Take a few minutes and talk with that vendor. See if you can help him or her. That well invested time, just may increase sales because you have made a friend and not a foe.

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